Breaking into new B2B markets: How strategic PR opens doors

By: Emily John, Associate Director

Whether you’re looking to enter a different region, country or sector, expanding into a new B2B market requires more than just a strong sales strategy. While outreach and lead generation are essential, they fall short without the credibility and visibility that PR provides.  

PR is more than press releases and media coverage. It’s about shaping perceptions, building trust, and enhancing your brand position a new market.  

In this blog, I will share how you can use strategic PR to support your market entry. 

Starting with market intelligence 

Before crafting the PR narrative and messaging, you first need to understand the market dynamics. This includes asking yourself: 

• Who are your key competitors in this space? 

• What trends are shaping the industry? 

• Which media outlets or journalists are the most influential? 

• What are the pain points or challenges? 

  
  

These insights will help you tailor your PR strategy and ensure it resonates with your target audience, avoiding generic or vague messaging.  

Localise your messaging 

There is no one-size-fits-all approach in B2B PR, as your messaging must reflect the local language, tone and business context. This means clearly articulating how your solution addresses specific regional or sector challenges, using terminology that feels familiar and relevant. 

It’s also important to keep any cultural nuances in mind – such as business etiquette, communication styles and decision-making processes. Whilst subtle, these factors can significantly influence how your brand is perceived as it shows you have done your research and are serious about building meaningful relationships in the market. 

Build relevant media relationships 

Credibility in a new market begins with visibility in trusted media. This involves identifying the journalists and publications that matter most in the new sector or region. You can offer them valuable insights, positioning your spokespeople as thought leaders who can comment on industry trends and developments.  

With genuine relationships built, you will see consistent, high-quality media engagement that positions your brand not just as a newcomer, but a serious player in the market.  

Leverage customer stories 

Developing case studies enables you to highlight real-world impact, particularly if you have existing customers in the region or sector you’re targeting. You should highlight measurable outcomes, specific challenges solved, and the strategic value delivered. Testimonials can also bring these stories to life, adding authenticity and relatability.  

Once created, you can amplify these stories across multiple channels – such as pitching them to relevant media outlets, featuring them in speaking engagements, and sharing them on social media.  

If you’re entering the market without any existing customers, consider pilot programmes or strategic partnerships that can generate early wins that are worth showcasing.  

Integrate PR with marketing and sales 

PR works best when it is part of a unified strategy, rather than operating in isolation. Your messaging, media coverage and thought leadership should align and reinforce what your sales and marketing teams are saying or doing. This consistency helps to build a cohesive brand narrative that resonates across multiple touchpoints.  

PR assets like media features, awards or expert commentary can be used as tools to support sales conversations. Your website, digital campaigns and social media should also reflect the same localised messaging and value proposition.  

Positioning for long-term success 

Strategic PR isn’t just a launch tactic; it’s a long-term investment in market credibility. With localised messaging, strong media relationships and real success stories, you will be able to create a foundation that sales alone would not achieve.  

Entering a new B2B market can be a challenge, but with the right PR strategy, you can position yourself as a leader from the start.  

Get in touch if you’re interested in learning more about how strategic PR can support your growth.